The Future of Advertising
I was out to dinner a couple of weeks ago with a group of friends enjoying an evening of Italian food, great wine and conversation. As the meal progressed, iPhones appeared and disappeared seamlessly recording and sharing the experience through a social web beyond our table of eight.
That experience reflects the tip of the iceberg when it comes to the changes in the way many people connect and communicate. The lines between work and after hours are no longer discernible. Likewise, the lines between channels of media and entertainment continue to blur. On any evening in almost any home across Australia the TV may be on as usual, but as it’s being watched, emails are being checked and sent, Instagram, Twitter and facebook are being updated, shared and reviewed, web sites are being surfed and video content from youtube and beyond is being watched simultaneously. When it comes to what we do with our down-time and the way we consume the content we choose – the tipping point has been and gone.
No longer can you measure our evening of media in 30 minute chunks with 30 second ads – the boundaries are down and it’s all about freestyle. Interestingly this puts the focus entirely back onto the relevance of the content – which is as it should be for the consumer. But for brands the challenge continues to grow as it becomes tougher and tougher to connect with an audience who have more choices of where to focus their attention.
Testament to this was a recent review we carried-out of the top ranking branded videos on youtube from the past few months that are almost all longer than the conventional video ad – one is 30 secs, one is a little over a minute and the rest are all longer.
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